The Effect of Promotion Mix, Price, and Service Quality on Study Decisions

https://doi.org/10.35912/amor.v3i3.1350
Published: Feb 10, 2023

Abstract:

Purpose: This research aimed to test and empirically analyze the influence of the Promotion Mix, Price, and Service Quality on students’ decisions to Select Universitas Budi Luhur Jakarta.

Research Method: The method used was quantitative, and multiple linear regression was conducted with SmartPLS to estimate the impact of study decision on promotion mix, price, and service quality.

Results: The results showed that advertising and service quality positively affect university decision-making at Universitas Budi Luhur. Meanwhile, the price significantly and negatively affected the decision to study at Universitas Budi Luhur.

Limitation: This research is limited to Universitas Budi Luhur general strategy to attract prospective students during intense competition.

Contribution: To increase students’ interest, the new admissions department should improve the message content in advertisements, be more friendly and polite, make presentations more attractive, and improve service quality and library facilities.

Keywords:
1. Promotion Mix
2. Price
3. Service Quality
4. Study Decision
Authors:
1 . Ady Widjaya
Budi Luhur University, Jakarta, Indonesia
2 . Amir Indrabudiman Padmoprayitno
Budi Luhur University, Jakarta, Indonesia
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How to Cite
Widjaya, A., & Padmoprayitno, A. I. (2023). The Effect of Promotion Mix, Price, and Service Quality on Study Decisions. Annals of Management and Organization Research, 3(3), 221–230. https://doi.org/10.35912/amor.v3i3.1350
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Issue & Section
Vol. 3 No. 3 (2022): February
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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  2. Abdillah, W., & Jogiyanto, H, M. (2009). Partial Least Square (PLS) Alternatif SEM dalam Penelitian Bisnis. ANDI Offset.
  3. Aljihadi, F., Barusman, A. R. P., & Oktavianur, M. (2019). Pengaruh Bauran Pemasaran dan Kualitas Pelayanan Terhadap Keputusan Pembelian Mobil Pada PT. Astra Internasional Daihatsu Lampung. Jurnal Visionist, 8(1). https://doi.org/10.36448/jmv.v8i1.1686
  4. Dakhi, P. (2017). Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Mahasiswa Memilih Kuliah Di STIE NIAS SELATAN. Jurnal Ekonomi dan Bisnis Nias Selatan, 1(1).
  5. Ferdinand, Ginting, E. S., & Effendi, N. (2021). The Influence of Price, Promotion and Product Quality on Affinois Purchase Decisions. International Journal on Social Science, Economics and Art, 11(3), 130–136.
  6. Fitantina, Mahram, Y. D., & Annanta, M. A. (2021). Pengaruh Bauran Promosi Terhadap Keputusan Mahasiswa Memilih Universitas Muhammadiyah Palembang (Ump). Motivasi Jurnal Manajemen Dan Bisnis, 6(1), 45–53.
  7. Hamidah, I., & Setiawan, R. I. (2014). PENJUALAN MOTOR MEREK HONDA TIPE VARIO (STUDI KASUS PADA PT MITRA PINASTHIKA MUSTIKA Tbk). Riset Mahasiswa Ekonomi (RITMIK), 1(1), 24–36.
  8. Kotler, P., & Keller, K. . (2009). Manajemen Pemasaran, Edisi 13. Erlangga.
  9. Kotler, P., & Keller, K. L. (2011). Manajemen Pemasaran, Edisi 13. Erlangga.
  10. Lubis, D. S. W., & Hamdan, H. (2020). Pengaruh Kualitas Pelayanan dan Promosi Terhadap keputusan Mahasiswa Memilih Kuliah di Sekolah Tinggi Ilmu Manajemen Sukma Medan. Literasi: Jurnal Bisnis Dan Ekonomi, 2(1), 183–191.
  11. Majid, S. . (2009). Customer Service dalam Bisnis Jasa Transportasi. Rajawali Pers.
  12. Nabella, S. D. (2021). Improve Consumer Purchasing Decisions Through Quality of Service, Promotion And Quality of Information At PT. Ng Tech Supplies. International journal of science, technology & management, 2(3), 880-889.
  13. Purwaningrum, M. R., & Pasaribu, L. H. (2021). The Influence of Service Quality, Promotion, and Secure Transaction Towards Purchase Decision (Study Case on Tokopedia. com). Enrichment: Journal of Management, 12(1), 190-196.
  14. Simon, Z. Z. (2018). PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MAHASISWA MEMILIH FAKULTAS EKONOMI UNIVERSITAS YARSI. Derivatif: Jurnal Manajemen, 12(1).
  15. Sofyan, Y., & Kurniawan, H. (2009). SPSS COMPLETE: Tekhnik Analisis Statistik Terlengkap dengan software SPSS. Salemba Infotek.
  16. Subagyo, A. (2010). Marketing In Business (1st ed.). Mitra Wacana Media.
  17. Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif,. Kualitatif, dan R&D. Alfabeta.
  18. Sugiyono. (2015). Metode Penelitian Kombinasi (Mix Methods). Alfabeta.
  19. Tjiptono, F. (2014). Pemasaran Jasa –Prinsip, Penerapan,dan Penelitian. CV ANDI Offset.
  20. Tjiptono, F., & Chandra G. (2011). Service, Quality, & Satisfaction. ANDI Offset.
  21. Umar, H. (2001). Metode Penelitian dan Aplikasi dalam Pemasaran. PT Gramedia Pustaka Umum.
  22. Widyaningsih, W., Masitoh W, E., & Siddi, P. (2020). Analisis strategi manajemen PT. Derma Kusuma Artha dalam mengembangkan usaha. Jurnal Akuntansi, Keuangan, Dan Manajemen, 1(4), 239–253. https://doi.org/10.35912/jakman.v1i4.39
  23. Yuliansyah, Y., Hasan, H., & Razimi, M. S. B. A. (2018). Comprehensive strategy to conduct a mail survey: Techniques to improve response rates. International Journal of Management and Business Research, 8(4), 89–96.